Metrics and Measurement for Digital Marketers

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CPC, CPP, CPPCPCPP....can we stop the non sense of the non relevant metrics ?
Measurement means achieving a Goal, means setup a target, it means having an impact on my company and ideally should it be sales or related.

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  • Change efficiency to effectiveness
  • Change efficiency to effectiveness
  • Change efficiency to effectiveness
  • Change efficiency to effectiveness
  • Change efficiency to effectiveness
  • Metrics and Measurement for Digital Marketers

    1. 1. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityRUTGER’s UNIVERSITYDEC 3rd 2012 SINGAPORE CITY BEACHMEASUREMENTIN A DIGITAL WORLD
    2. 2. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityFRENCHBRUTALHONESTTRUTHMARKETINGSTRATEGY© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    3. 3. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityWAKEUPCALL
    4. 4. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 4FRANCEHONGKONGSOUTH KOREASINGAPORENATIONAL ORGANIZATIONSALES ROLESEUROPEANHEADQUARTERSGLOBAL BUASIAN HQNATIONALPRODUCT MARKETING – STRATEGY – MARKETINGCLIENT SIDE AGENCYMANAGEMENT1993 1994 1997 1999 2001 2005 2006
    5. 5. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityMEASUREMENTIN A NON DIGITALWORLD ?HOW DID WE USETO DO IT ?© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    6. 6. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityMEASUREMENT,ORWHAT WEUSED TO CALLMEASUREMENT© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    7. 7. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 7© F5DIGITAL® Pte Ltd 2012Title of PresentationMARKETING GALAXYCONSUMERPROMOTIONSCRMATL – TV – RADIO - PRESSEVENTSROADSHOWBROCHURESTRADE INCENTIVEMEASUREMENT RELATED ACTIVITIES7DIGRPBRANDAWARENESS# VISITORS# UNITSSALES TARGETROI© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    8. 8. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityNOTCOMPLETELY8© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    9. 9. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityTHE OLD SCHOOL FROG MARKETER..:=)9
    10. 10. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityHeaven in frog’s marketer’s worldJUMPING OVER AND OVER AGAIN…REST BETWEEN JUMPS FOCUSING ON ONE ACTIVITY AT A TIMETHEN MOVING TO THE NEXT ONE PRODUCT LAUNCH PROMOTION EVENT10
    11. 11. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    12. 12. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityWhat does the grp measure
    13. 13. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityTHANKYOU
    14. 14. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 14WELCOMETO THEMIRACULOUSWORLD OFDIGITAL MARKETING© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    15. 15. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityDIGIT ALLDIGIT WHOLEDIGIT HOLY15© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    16. 16. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 16ALL
    17. 17. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 17NOT HOLYDIGITAL NOR SOCIAL MEDIAARE MIRACLE SOLUTIONSFOLLOWMEJOIN ME
    18. 18. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 18NOT WHOLEDIGITAL DOES NOT REPLACETRADITIONAL MEDIA
    19. 19. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 19©GregoryBirgeforF5DIGITAL–3mainissuesofcurrentmeasurement© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    20. 20. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityTHEBIG IDEASOLVESE V E R Y T H I NG 20© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    21. 21. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 21GETTING METRICS IS EASYTHE QUESTION IS:WHAT DO YOU DO WITH IT?© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    22. 22. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 22WE ARE JUSTFINDINGSMARTER WAYSTO ADDRESSMOREINFORMATIONTOMORE PEOPLE© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    23. 23. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityUSING DIGITAL AS WMDWEAPONMASSDISTRIBUTION23USING MORE TOOLSDIGITALMARKETINGSEND MORE INFORMATIONTO MORE PEOPLE - FASTER
    24. 24. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 24MARKETINGIN ADIGITALWORLD© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    25. 25. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 25IN 2012SPAMMING YOUR CONSUMERSNOT MEASURING PROPERLY ACTIVITIESIS A CRIMINAL OFFENCE !© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    26. 26. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 26REDEFINE THE MARKETING RULES© Gregory BIRGE for F5DIGITAL® Pte Ltd – Redefining marketing rules- May 2012 -
    27. 27. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 27UNFORTUNATELY, THERE IS ONLY ONE SOLUTIONFORGET EVERYTHING THAT YOU HAVEBEEN TAUGHT AND TOLD.YOU AREABOUT TO BENEURALIZED.
    28. 28. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 28WHATIS THEROLE OFMARKETING
    29. 29. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityINTRODUCINGMONKEYA.K.AWHITE TEETHMONKEYTHEMARKETER29
    30. 30. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityEFFECTIVENESSEFFICIENCYEFFICACYDOING “RIGHT” THINGS, SETTING RIGHT TARGET TO ACHIEVE AN EFFECTDOING THINGS THE MOST ECONOMICAL WAYGETTING THINGS DONE
    31. 31. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityWHAT IS IT ?WHOSE JOB IS IT ?YOUR TEAM Launching a website Launching a social campaign Launching web banner Creating an eventCREATIVE IDEATACTICTVWEBSITEEFFICACYGETTING THINGS DONE
    32. 32. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityEFFICIENCYDOING THINGS THE MOST ECONOMICAL WAYWHAT IS IT ?WHOSE JOB IS IT ?YOUR CFO Saving money Reducing budget Reducing cost$20M
    33. 33. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityEFFECTIVENESSDOING “RIGHT” THINGS, SETTING RIGHT TARGET TO ACHIEVE AN EFFECTMY OBJECTIVES ?HOW TO REACH IT ?
    34. 34. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityEFFECTIVENESSDOING “RIGHT” THINGS, SETTING RIGHT TARGET TO ACHIEVE AN EFFECTWHAT IS IT ?WHOSE JOB IS IT ?OUR JOBHAVING A MEASURABLE IMPACTMEASURE THE RETURN ON INVESTMENT
    35. 35. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 35MARKETING EFFECTIVENESSMARKETING INVESTMENTWITH MEASUREABLE IMPACTSOMEHOW, SOMEWHERECAMPAIGN OR TACTIC© Gregory BIRGE for F5DIGITAL® Pte Ltd – Marketing Effectiveness - May 2012 -
    36. 36. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 36MARKETING IN A DIGITAL WORLDWAY TOMAINTAINDIFFERENTIATIONFEWER SELECTED BETTER RESULTS
    37. 37. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    38. 38. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 38START FROM THE END RESULT AND BACKTRACK
    39. 39. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityTHE ENDWHAT DO YOU NEEDTO ACHIEVE?HOW MANY PEOPLEDO YOU NEEDTO ACHIEVE YOURGOAL?WORKING BACKWARDS MEANS DEFINING ONE GOAL
    40. 40. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversitySALES FUNNEL DRIVEN LONG-TERM PROCESSOBJECTIVE: TRANSLATE THE END TARGET SALESGOAL IN AN ACTUAL NUMBER OF PEOPLEWHEN A NO. OF PEOPLE ARE CONTACTED, ONLYSOME OF THEM PERFORM THE DESIRED ACTIONAT EACH STEP, LESSER AND LESSER PEOPLE WILLMAKE IT TO THE NEXT STEPAT THE END OF THE PROCESS, ONLY A FEW PEOPLEREMAIN AVAILABLE TO PERFORM THE LAST ACTION
    41. 41. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityPEOPLE WHO PERFORM THE LAST ACTION WILL1PEOPLE WHO ARE ACTIVE WILL2PEOPLE WHO ARE PASSIVE WILL3BUY THE PRODUCTVISIT WEBSITEDEMOWATCH TVSLEEPA SIMPLE EXAMPLE
    42. 42. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityCONVERTED CUSTOMERS1ACTIVE PEOPLE2PASSIVE PEOPLE3F5DIGITAL’S DIGITALLY-ENABLED MARKETING FRAMEWORKCONVERSIONLAST CALL TO ACTION OR LONG TERMENGAGEMENTMARKETING TACTICS, MOVING TO NEXT STEPACTIVATIONMECHANICS TO INITIATE THE SALES FUNNEL
    43. 43. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityF5DIGITAL’S DIGITALLY-ENABLED MARKETING FRAMEWORK© Gregory Birge for F5DIGITAL® Consulting Pre Ltd 2012 – 4 Steps of Marketing in a Digital WorldCampaign in a Digital World – © F5DIGITAL™ Consulting 2012DEDICATEDACTIVITIES© GREGORY BIRGE FOR F5DIGITAL CONSULTING – ENGAGEMENT PROCEDURE - 2012INTERESTACTUAL PURCHASESALESFOLLOW UPPOST-PURCHASEMECHANICSRECRUITMENT§ RESPONSE MECHANICS§ SOCIAL MEDIA§ INVITATIONS§ UPFRONT AWARENESS§ GENERATE TRAFFICPRE-PURCHASEMECHANICS§ ACTIVITIES TO KEEPPEOPLE ENGAGED§ DRIVING STEP BY STEP TOEND FUNNEL1 2 3 4 5 6 7 8SALES§ ACTIVITIES TO DRIVES SALES§ OR INCREASE SALES / LTDESIRE
    44. 44. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 44CRITICAL: TRANSLATE THE TARGET INTO HUMAN TARGETSHOW MANY PEOPLE DO YOU NEED TO BUY YOUR PRODUCTIN ORDER FOR YOU TO REACH YOUR TARGET?*800kE*Source : Lighting Local Marketing Activation Plan-Korea_update2 25/01 p2460K LED + 20% Cons Lum LED (20% x1.9M)400kEOBJECTIVE400kESALESE30E1kAVERAGE PRICETARGETVOLUME UNIT13k400ASSUMPTION#UNIT /PURCHASE1.51TARGET# CONSUMERS8.7k400LEDConsLumLEDConsLumLEDConsLumLEDConsLumLEDConsLumTRANSLATED TARGET:THE NO. OF PEOPLENEEDED TO BUYYOUR PRODUCT
    45. 45. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 45At the end…TADA !PLAN THE ENTIRE CAMPAIGN BASED ON OBJECTIVESTV RADIO WEBSITEROLE IN THE ENTIRECAMPAIGN PLANEND GOALSOLUTIONSOCIAL MEDIA ONLINE SALESPROBLEMROLE IN THE ENTIRECAMPAIGN PLANROLE IN THE ENTIRECAMPAIGN PLANROLE IN THE ENTIRECAMPAIGN PLANROLE IN THE ENTIRECAMPAIGN PLANWHY TV AND NOTSOMETHING ELSE ?WHY TV IN THISORDER ?WHAT TO MEASURETO DEFINE SUCCESSHOW IT CONTRIBUTESTO ENTIRE PICTURECTA TO NEXT STEPWHY RADIO, NOTSOMETHING ELSE ?WHY RADIO IN THISORDER ?WHAT TO MEASURETO DEFINE SUCCESSHOW IT CONTRIBUTESTO ENTIRE PICTURECTA TO NEXT STEPWHY WEBSITE, NOTSOMETHING ELSE ?WHY WEBSITE INTHIS ORDER ?WHAT TO MEASURETO DEFINE SUCCESSHOW IT CONTRIBUTESTO ENTIRE PICTURECTA TO NEXT STEPWHY SOCIAL, NOTSOMETHING ELSE ?WHY SOCIAL IN THISORDER ?WHAT TO MEASURETO DEFINE SUCCESSHOW IT CONTRIBUTESTO ENTIRE PICTURECTA TO NEXT STEPWHY SALES, NOTSOMETHING ELSE ?WHY SALES IN THISORDER ?WHAT TO MEASURETO DEFINE SUCCESSHOW IT CONTRIBUTESTO ENTIRE PICTURESALES
    46. 46. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    47. 47. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 47F5DIGITAL’S MEASUREMENT FRAMEWORK NOT MEASURED WHEN, USUALLY WRONG LAST MINUTE ADDITION ONE SHOTTRADITIONAL APPROACH A LONG TERM PROCESS FROM PLANNING TO FOLLOW UP CONSTANT MONITORF5DIGITAL’S APPROACHBEFORE ACTIVITY DURING ACTIVITY AFTER ACTIVITYMetrics dictionary selectionMetrics source inputDeliverablesValue allocation© Gregory BIRGE for F5DIGITALTMMETRICS FRAMEWORK CAMPAIGN TRACKING POST MORTEMDefine all the needed elements toensure that the metrics are in placebefore the start of the campaignConstantly monitor and update thecampaign progressEvaluate the campaignperformance
    48. 48. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    49. 49. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 49DOES THIS LOOK FAMILIAR ?© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    50. 50. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityCLEANREPORTSAREDIFFICULTTO PRODUCE© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    51. 51. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityMEASURINGSHOULDSYSTEMATICALLYLEADTO BUSINESS INSIGHTSANDACTION PLANS© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    52. 52. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityDON’T BOTHER WITHMETRICS IF THEREARE NO BUSINESSINSIGHTS OR ACTIONPLANS© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    53. 53. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    54. 54. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 54WEEKLY MANDATORY AGENCY TRACKING MEETINGCumulativevaluesTimeEnd TargetInstantpictureEnd performanceprojectionGapanalysisGapanalysis
    55. 55. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityCumulativevaluesTimeEnd TargetProjected resultsActualsInstantpictureProjected actualsEnd performanceprojectionGapanalysisGapanalysisCorrectioncourse55AGENCIES ARE ACCOUNTABLE© Gregory BIRGE for F5DIGITAL® Pte Ltd – The new role of Agency – June 2012
    56. 56. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 56AGENCY CLIENTCRUNCH TONS OF DATAEXTRACT RELEVANT DATADEFINE APPROPRIATE TARGETSDEFINE TEMPLATEPRESENT 1-PAGE SUMMARYRECOMMEND ACTION PLANDEFINE OBJECTIVESSELECT RELEVANT TACTICSIMPLEMENT TRACKERSDECISIONTO MAKE CLIENT’S LIFE EASIER© Gregory BIRGE for F5DIGITAL® Pte Ltd – The new role of Agency – June 2012
    57. 57. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 57DATA COLLECTIONDesiredEND GOALobjectiveDEDICATED ACTIVITYInstant pictureTime and projectiontarget measurementGap analysisof currentmeasurementRoot causeof current gapCorrection courseOf current causeNew measure(repeat weekly basis)Are we in line with our target to achieve our goal ?until© Gregory BIRGE for F5DIGITALTM
    58. 58. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversitySTEP 1 STEP 2 STEP 3POINT OF ORIGIN ACTIVITY FOR CTA FOLLOW UPPOINT OF ORIGIN ADDING A NEXT STEP WHAT FORMONITORING BENEFITSHOW MANY PERSON HOW INCREASE % HOW MANY LEFT ?
    59. 59. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityMONITORING BENEFITSMEDIA OR ACTIVITY HAVE A TRADITIONAL CONVERSION RATEWHAT CAN BE DONE TO INCREASE THE FINAL NUMBER ?HOW MANY PERSON100 000 SEE AN ADCONVERSION RATE1% CLICKREACHING ONLY1 000 REACH SITE500 000 SEE AN AD 1% CLICK 5 000 REACH SITEINCREASE ENTRY PIPE100 000 SEE AN AD 5% CLICK 5 000 REACH SITEINCREASE CONVERSION
    60. 60. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityWHICH ONEMATTERS THE MOST ?© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    61. 61. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityWhich one is the most important ?INCREASINGTHE PIPELINE(MORE PEOPLE TARGETED)OPTION 1 OPTION 2INCREASINGTHE CONVERSION RATE(MORE PEOPLE SWITCHING)YOURMEDIA AGENCYPRIORITYYOURONLY AND MAINFOCUS
    62. 62. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityWhy ?INCREASINGTHE PIPELINE(MORE PEOPLE TARGETED)OPTION 1 OPTION 2INCREASINGTHE CONVERSION RATE(MORE PEOPLE SWITCHING)VERY EASYMORE IMPRESSIONMORE BUDGETNOT VERY EFFECTIVENOT AS EASYDIFFERENT APPROACHSTRATEGY MESSAGE OFFERCOPY PLACEMENT TARGETVERY EFFECTIVE
    63. 63. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 63AS A CLIENT : YOU HAVE NO TIMEYOU NEED TO HAVE VERY CLEAR VIEWBUSINESSINSIGHTS,RECOMMENDATIONTO MAKE THE DECISION
    64. 64. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 64A SIMPLE PROBLEM10% 90%SYSTEMS ANALYZEWE ARE DOING THEEXACT OPPOSITE TODAY
    65. 65. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 651-PAGE METRICS DASHBOARDCreated 1.0%8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 1.0%8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 1.0%8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 1.0%8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 1.0%8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 1.0%8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 100%8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0%8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0%8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 1.0%8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 1.0%8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 1.0%8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 1.0%8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 1.0%8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 1.0%8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 100%8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0%1.0%1.0%1.00% 1.0%1.00% 1.0%1.00% 1.0%1.00% 1.0%1.00% 100%1.00%1.00%1.00% 1.0%1.00% 1.0%1.00% 1.0%1.00% 1.0%1.00% 100%1.0%1.0%1.0%Sent888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0%888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0%888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0%888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0%888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0%888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0%888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0%888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0%2010-03-31Update:China ModulePhilips LED - Campaign MetricsResponse Mechanics888,888888,888888,8881.00%888,888888,8881.00%30 - 39 Years40 - 49 Years> 49 YearsMale Consumers< 20 Years 8,88820 - 29 Years 8,888Consumer ProfileFree Sign-up Pre-OrderVoucher Management Campaign ResponseGenerating Site TrafficDistributedTotal Number of SalesAverage Net-Profit per Sales - EURReturn on Invest (ROI) / Return on Promotion (ROP)Total Campaign Costs - EURMarried - Yes ChildrenOthers or unknownTotalFamily ProfileSingle 8,888Married - No Children 8,888> 49 Yearsunknown age OR genderTotalRoad ShowsName and LocationName and LocationName and LocationName and LocationName and LocationName and LocationRegisteredName and LocationName and LocationSubtotalOther Traffic DriversName and LocationName and LocationName and LocationName and LocationName and LocationName and LocationName and LocationRedemption RateSubtotalClick ThroughDeliveredImpressionsCTRMedia 5Media 6Media 7Media 8Media 9Media 10Media 1Media 2Media 3Media 4Philips.ComUnique SiteVisitorsSite Visits20 - 29 Years30 - 39 Years40 - 49 Years< 20 Years 8,8888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,8888,8888,8888,8888,8888,8888,8888,8888,8888,8888,8888,8888,8888,8888,888Total 8,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,8888,8888,8888,888Total Acquired Consumers40 - 49 Years> 49 Yearsunknown age< 20 Years20 - 29 Years30 - 39 Yearsunknown age 8,888Total 8,888Female Consumers888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888888,888,888Campaign Key Performance IndicatorsTotal Pre-Ordered LED Products 888,888888,888Total Redemption Vouchers SentTotal Vouchers Redeemed for Purchase at Retail-POS 888,888888,888,888888,888,888Road Shows 888,888,888 888,888,888Free Sign-up888,888,888888,888,888Pre-OrderSite TrafficSite VisitsUnique VisitorsTotal Site Traffic888,888,888888,888,888888,888,888888,888,888Other Traffic Drivers888,888,888888,888,888888,888,888888,888,888Total TrafficSorry E-MailDelivered Opened Site VisitsEngagement and Sales ConversionTotal EngagementStock Available E-MailReminder E-MailTotal NewsletterMonthly Newsletter 3Monthly Newsletter 2Monthly Newsletter 1Pre-OrderCompleted Consumer Surveys (Percentage based on Total Unique Site Visitors)Unique Visitors "Experience LED" (Percentage based on Total Unique Site Visitors)Unique Visitors "Discover LED" (Percentage based on Total Unique Site Visitors)Unique Visitors "Why LED" (Percentage based on Total Unique Site Visitors)1.00%1.00%1.00%Total Unique Site Visitors 888,888Total Site Visits 888,888Estimated Site Re-Visitation Rate 1.00%1.00%888,888888,888
    66. 66. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University1Member acquisitionAt least 36,000 members have beennaturally acquired through referrals,at POS and through organic sitetraffic without further investments.ReferralsFor every acquired member, 4.2additional consumers areintroduced to the program.One memberrecommends xxx to4.2 other consumers88%88% of allmembersare naturallygrown.Return on invest (ROI)Program sustainabilityxxx in its current stage has proven to bea strong platform that initiates productconsideration and drives purchase.Even though re-purchase values,caused by xxx, can only be assumed, itcan be clearly said, that a substantialportion of these repurchases aretriggered and caused by theengagement activities of the xxxprogram. The following facts, supportthis statement:§ 93% of all members are looking for aspecial sales offer.§ At least 66% of all members considerthe program as relevant and arevisiting the site frequently withoutthe need of being reminded.§ Being engaged, in average aconsumer recommends theprogram to 4.2 other people.Finally, the fact, that xxx has alreadyachieved an ROI of 256.6% in its basicform, it is clear, that with a slightincrease of member acquisitioninitiatives and program deliverables, theROI of 2011 will definitely exceed the300% mark.RecommendationThe xxx consumer engagementplatform has proven its value regardingdriving sales but also regarding itspower to inspire consumers and to driveproduct consideration.This ultimately translates in the fullachievement of acquiring consumersand to engage them with the xxx brandand its products.Given the high ROI in the first year, westrongly recommend to continue thexxx program in 2011 with an increase ofprogram deliverables.Value per re-purchased productThe redemption of vouchers is only used for smaller products. In general wecan assume that members continue to accumulate points until the pointstatus grows to a more substantial amount.Voucher redemptionOnline store redemptionRepurchaseSGD 112.58 / per voucherSGD 142.60 / per redemptionSGD 241.40Incremental IVM – Voucher redemptionIncremental IVM – Online redemptionsIncremental IVM – RepurchaseTotal incremental IVMTotal costs – F5Digital, Production, xxxROI - 201090,36117,608923,3651,031,335659,00056,50 %Total net return 372,335xxx has achieved in its first year an ROI of 256.6%, which can be considered asan outstanding result. Given the current status of the program and its addedvalues for the consumer, this result is very likely to be increased within 2011.Content relevance66% of members re-visit the site simply becausethey are looking for new sales offers. The high clickrate on products clearly indicate that thesesmembers are likely to consider a purchase. Thisconsideration has, to a large degree, beentriggered by the xxx program.Communication relevanceThe average click through rate of members of54% clearly indicates that xxx has beenrelevant throughout their entire membershipperiod.Acquisition Existing Members65.0% 39%35%54%31%66%93%93% searchfor specialsales offers66% ofmembers visit xxxnaturallywithout an e-mailreminderOpen rate Open rateClickthroughClickthrough+11%+74%
    67. 67. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University15%3%26%4%40%13%0%5%10%15%20%25%30%35%40%45%Open rate Click rateIndustry Philips CL Family Rewards• Apply learning• Deploy existing assets• Leverage shared resources team• Minimum investments needed• Country Singapore• Launched Feb. 2010• Members to date 63,295• Products registered 87,373• Products redeemed 4,5950100020003000400050006000 New members acquisition2010 Budget€320kROI 2010+40%Philips Family Rewards – Program dashboard (as per 31st July)0100200300400500600Total redemptions (online+offline)Feb 2010 LaunchMay 10,000th memberSeptember 1,000th redemptionNovember Online redemption launchDecember Digital Media AwardsGold Award - Best LoyaltyFeb 2011 1 year anniversary: 1% ofpopulation is memberJune 2011 Revamped websiteMilestones$-$100,000.00$200,000.00$300,000.00$400,000.00$500,000.00$600,000.00$700,000.00Repurchase value ($)262k€2.3 M€Brand preference+28%NPS (April 2010)+57%Proven impact on consumers16 eDM sent withmetrics all aboveindustry and CLaverage+3.5k new membersmonthly• 1:1 customization• Stable eDM metrics over time• CTR up to 3x higher than genericcommunicationExpansion proposalMalaysia + Thailand05010015020025030035065 productreviews per dayon average25% of all traffic on Philips.com.sg isgenerated by Family RewardsSource: SEERC - CMI115%registrationrate20 Activities organized23 Test Drive sessionsSource: DNA sphere report–Dec 2010Source: internal survey – Apr. 2010€0 Media spent
    68. 68. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 68| 2012 © Gregory Birge for F5DIGITALTM Consulting – Any reproduction in partial or complete form is forbiddenCampaign DASHBOARD 2CAMPAIGN MARKETING – DASHBOARD EVALUATIONBUSINESS INSIGHTSCAMPAIGN INFORMATION NAME : PERIOD :PRODUCT :PROPOSED TACTIC / ASSET :BRIEFING / NEEDS :METRICS RESULTS© Gregory BIRGE for F5DIGITALTMVERSION : 1.1 DATE : June 2012RAW DATAW1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12 W13 W14 W15 W16 W17 W18 W19 W20 W21 W22 W23 W24 W25 W26 TOTALCSTCTALTFIMETRICS DICTIONNARYOBJECTIVES METRICS ALLLOCATIONS KPI SETUP TARGET DEFINTIIONCLICKSTREAMCTALONG TERMFINANCIALCST KPICTA KPILT KPIFI KPI FI TARGETLT TARGETCTA TARGETCST TARGETRESULTSCST KPICTA KPILT KPIFI KPICHECK 1 GAP GAP % CHECK 2 GAP GAP % CHECK 3 GAP GAP % TARGET GAP GAP % COMMENTSCST KPICTA KPILT KPIFI KPIGAP ANALYSIS ROOT CAUSE CORRECTION COURSE
    69. 69. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    70. 70. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 70TRYING TO MAKE SENSE OUT OF DATA DOES NOT WORK Banners Website Facebook Search CTR No. of page views No. of fansDIGITAL TACTICSCLICKSTREAM INFORMATION Insights are difficult Limited learningNOT LINKED TO OBJECTIVE© Gregory Birge for F5DIGITAL – 3 Main Issues of Current Measurement
    71. 71. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 71THE CHALLENGES OF CURRENT MEASUREMENTS THE ONLY MEASUREMENT ISOLATED METRICS NO BUSINESS LINK OVERWHELMING DATAFLOW WITHOUT PROPERKNOWLEDGETRADITIONAL APPROACH ONLY A COMPONENT BUSINESS LINKED PART OF METRICSFRAMEWORK FEW IS BETTER THANMANYF5DIGITAL APPROACH© Gregory Birge for F5DIGITAL – Metrics Challenge
    72. 72. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityCPP CPC
    73. 73. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 73F5DIGITAL’S METRICS FRAMEWORK IN A DIGITAL WORLDPHASESCAMPAIGNSTACTICSMETRICS INPUTS METRICS ALLOCATIONMETRICS DICTIONNARYVALUE ALLOCATIONOBJECTIVESKPISTARGETSSMART descriptionDELIVERABLESDASHBOARDTAGGING© Gregory BIRGE for F5DIGITALTMMedia plan evaluationRESULTSBUSINESS INSIGHTS
    74. 74. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 74F5DIGITAL’S METRICS DICTIONNARY INDIVIDUALMEASUREMENT ISOLATED VIEW UNCOORDINATEDTRADITIONAL APPROACH EVALUATION FROMMULTIPLE ANGLES INCREASED REALITYREFLECTION TRANSLATES REAL RESULTSTO OBJECTIVESF5DIGITAL’S APPROACHCLICKSTREAM METRICS CALL TO ACTION METRICSFINANTIAL METRICSTUBEIN GRPMEDIACTROUTCTA© F5DIGITAL ™Consulting PteLtd 2012 – Mediaimpact measurementLONG TERM METRICS
    75. 75. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityCLICKSTREAMMETRICSARE ISOLATED VIEWSOF THE CURRENTTACTIC© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    76. 76. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 76WHAT IS A GOOD CLICKSTREAM MEASUREMENT?CLICKSTREAM MEASUREMENTEVENTS ATTENDANCE FIGURESPRINT AD GROSS RATING POINTWEBSITE NO. OF PAGE VIEWSSOCIAL MEDIA PAGE NO. OF FANSBANNER CLICK-THROUGH RATEMOBILE APP DOWNLOAD FIGURESAUGMENTED REALITY NO. OF PARTICIPANTSCRITICAL ELEMENTHOW DOESTHIS ADDRESSMY OVERALLCAMPAIGNOBJECTIVE?
    77. 77. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 77The most critical elementMEDIAPLACEMENTCONVERSIONRATEREACHING…DI CTR… # FANSBANNER FACEBOOK / TACTIC
    78. 78. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 78The most critical elementMEDIAPLACEMENTCONVERSIONRATEREACHING…DOING…DI CTR… # FANS CTABANNER FACEBOOK / TACTICTHE ACTUALCAMPAIGNSUCCESSMEASUREMENT
    79. 79. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityCALL TO ACTIONMETRICSPUT TACTICS BACKINTO CONTEXTHOW DO WE FLOW TOTHE NEXT STEP OF THECAMPAIGN?© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    80. 80. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 80CTA REMINDER: NEVER STOP AT A TACTIC
    81. 81. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 81F5DIGITAL’S SOLUTION TO THE “TACTICAL STOP AND GO”MIDDLE TACTIC CONVERSION END GOAL CONVERSIONTACTIC 1TACTIC 2TACTIC 3TACTIC 4TACTIC 5ACTIVITY 1 X PAXACTIVITY 2 LESS PAXACTIVITY 3ACTIVITY 4ACTIVITY 5LESS PAXLESS PAXLESS PAXCALL TO ACTION 1CALL TO ACTION 2CALL TO ACTION 3CALL TO ACTION 4CALL TO ACTION 5SALES OR LONG-TERM OBJECTIVEHOW MANY PEOPLE ARE LEFT AT THE END
    82. 82. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 82REMEMBER THE PREVIOUS CLICKSTREAM METRICS?CLICKSTREAM MEASUREMENTEVENTSPRINT ADWEBSITESOCIAL MEDIA PAGEBANNERMOBILE APPAUGMENTED REALITYATTENDANCE FIGURESGROSS RATING POINTNO. OF PAGE VIEWSNO. OF FANSCLICK-THROUGH RATEDOWNLOAD FIGURESNO. OF PARTICIPANTS
    83. 83. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 83CLICKSTREAM PLUS CTA MEASUREMENT EXAMPLECLICKSTREAM MEASUREMENT WITH CTA ADDEDEVENTS # DATA COLLECTED+PRINT AD # VIDEOS VIEWED+WEBSITE # SUBSCRIPTIONS+SOCIAL MEDIA PAGE # ACTIVE POSTS+BANNER # REGISTRATIONS+MOBILE APP # PURCHASES+AUGMENTED REALITY # DATA COLLECTED+ATTENDANCE FIGURESGROSS RATING POINTNO. OF PAGE VIEWSNO. OF FANSCLICK-THROUGH RATEDOWNLOAD FIGURESNO. OF PARTICIPANTS
    84. 84. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers UniversityFINANCIALMEASUREMENTMARKETINGEFFECTIVENESS
    85. 85. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 85WHY DO WE NEED FINANCIAL MEASUREMENTS?DO WE REALLY HAVE TO ANSWER THAT QUESTION?A MUST-HAVE PART OF EVERY MEASUREMENTONE OF THE FEW FACTUAL/BRUTAL METRICSNOT JUST OUTPUT BUT INPUT TOO
    86. 86. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 86EXAMPLES OF FINANCIAL MEASUREMENT1 COST PER ACQUISITION2 RETURN ON INVESTMENT3 RETURN ON MARKETING INVESTMENT4 SALES5 COST PER LEAD
    87. 87. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 87LONG TERM MEASUREMENTTUBEIN GRPMEDIACTROUTCTA© F5DIGITAL ™Consulting Pte Ltd 2012 – Media impact measurement
    88. 88. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 88LONG-TERM MEASUREMENTYOUR CAMPAIGNNPS
    89. 89. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 89LONG-TERM OBJECTIVE POINTERSCOUNTRY OBJECTIVESTAKES TIME CAN NOT BE ANSWERED WITH ONE CAMPAIGNREQUIRES REFERENCE WHERE DO WE START, WHERE WE WANT TO GOASSUMPTIONS WHEN NOT AVAILABLE, ASSUMPTIONS ARE OKPOST EVALUATION WHEN NOT AVAIALBLE, POST EVALUATION OK1234WHAT YOU WANT TO ACHIEVE ?SET UP EARLY FOR LT LISTENING EXERCICES5
    90. 90. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 90ALLOCATING TACTICS BASED ON THEIR IMPACTCAMPAIGN OBJECTIVE CAMPAIGN METRICSPHASE 1PHASE 1 METRICSPHASE 2PHASE 2 METRICSPHASE 3PHASE 3 METRICS CAMPAIGN METRICSTACTIC 1 TACTIC 2TACTICMETRIC 1TACTICMETRIC 2 CAMPAIGN METRICSTACTIC 3 TACTIC 4TACTICMETRIC 3TACTICMETRIC 4TACTIC 5 TACTIC 6TACTICMETRIC 5TACTICMETRIC 6TACTIC METRICS CONTRIBUTE TO PHASE METRICSPHASE METRICS CONTRIBUTE TO CAMPAIGN METRICS
    91. 91. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    92. 92. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 92© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    93. 93. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 93© Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University
    94. 94. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 94© Microsoft
    95. 95. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 95INTERNAL PRE ALIGNED COMMON LANGUAGE2314 510687911Brand promoter ratioBaseline of brand awarenessPromoter conversion rateAwareness conversion rate – Level 1Awareness conversion rate – Level 2Awareness conversion rate – Level 3Sales conversion rate – Level 1Consumer loyalty factorConsumer commitment factorPreference ratioBrand ambassador ratio1234567891011An impact on each of thisnumber could mean adifferent marketing actionMARKETINGPERFORMANCEMarketing impacton a QtoQ, YoY ofa dedicatedcampaignCONSUMER FUNELDYNAMICSconversion ratesbetween thevarious stages of aconsumer withinthe funnel.COMPETITORPERFORMANCESame periodcomparison brandinfluence anddynamicsPERFORMANCECOMPARISONDrawing of anannual, holisticpicture betweentwo competingbrands.F5DIGITAL’S ROI / MEASUREMENT FOR PERNOD RICARD© F5DIGITAL Consulting – CONFIDENTIAL client information – Reproduction strictly forbiddenCONSUMER FUNNELDYNAMICSF5DIGITAL’S ROI / MEASUREMENT FOR PHILIPS REGIONAL LIGHTINGKOREAHONG KONGTAIWANSINGAPORELLC SALESTARGETCONVERSIONTARGETENGAGEMENTTARGET199,190,561impressionsINSPIRETARGET275,629,625impressions1,308,783,658impressions1,363,292,092impressions554,705 traffic toLLC platform879,575 traffic toLLC platform3,460,266 trafficto LLC platform2,062,329 trafficto LLC platform€1,225,365€2,359,623€7,643,859€4,555,764158,317 visitors304,863 visitors987,587 visitors588,605 visitorsLLC ALLOCATEDMARKETINGBUDGET€607,648€665,104€895,700€1,502,348© F5DIGITAL Consulting – CONFIDENTIAL client information – Reproduction strictly forbiddenSINGAPORENUMBER OF VISITORS NEEDED TO REACH SHOP55%20%10%ROADSHOWWEBSITESOCIAL MEDIA18,331customers6,666 customers3,333 customersLINEAR CONVERSION RATE10%FORUM 3,333 customers25%30%35%40%ROADSHOWSOCIAL MEDIA73,326 customers22,220 visitors9,523 customersFORUM 8,332 customers25%10%WEBSITELLC to SOCIALMEDIA38,091 visitorsLLC to FORUM 83,325 visitorsLLC VISITORS TARGETSplit %Updated tar get IDENTIFIED SHOPVISITORS TARGETConversionrateUpdated tar get30%LLC toROADSHOW 244,419 visitorsConversionrateUpdated tar get554,705visitorsHONGKONGTAIWANKOREAROADSHOWWEBSITESOCIAL MEDIA35,300 customers12,837 customers6,418 customersFORUM 6,418 customers25%30%35%40%ROADSHOWSOCIAL MEDIA141,200customer42,788 visitors21,582 customersFORUM 311 customers25%10%WEBSITELLC to SOCIALMEDIA86,326 visitorsLLC to FORUM 3,108 visitors30%LLC toROADSHOW470,666 visitors879,575visitors33,330(among total158,317 visitors)64,182(among total304,863 visitors)ROADSHOWWEBSITESOCIAL MEDIA114,352customers41,583 customers20,791 customersFORUM 20,791 customers25%30%35%40%ROADSHOWSOCIAL MEDIA457,408customers138,609 visitors59,404 customersFORUM 51,978 customers25%10%WEBSITELLC to SOCIALMEDIA237,615 visitorsLLC to FORUM 519,782 visitors30%LLC toROADSHOW1,524,695 visitors3,460,266visitors207,913(among total987,587 visitors)ROADSHOWWEBSITESOCIAL MEDIA68,154 customers24,783 customers12,392 customersFORUM 12,392 customers25%30%35%40%ROADSHOWSOCIAL MEDIA272,617customers82,611 visitors35,405 customersFORUM 30,979 customers25%10%WEBSITELLC to SOCIALMEDIA 141,619 visitorsLLC to FORUM 309,792 visitors30%LLC toROADSHOW908,723 visitors2,062,329visitors123,917(among total588,605 visitors)5%MOBILE APP 1,666 customers10%MOBILE APP 16,665 customers10%LLC to MOBILEAPP166,650 visitorsMOBILE APP 3,209 customers10%MOBILE APP 27,669 customers10%LLC to MOBILEAPP276,687 visitorsMOBILE APP 10,396 customers10%MOBILE APP103,956customers10%LLC to MOBILEAPP 1,039,565 visitorsMOBILE APP 6,196 customers10%MOBILE APP 61,958 customers10%LLC to MOBILEAPP 619,584 visitors55%20%10%10%5%55%20%10%10%5%55%20%10%10%5%Event - RoadshowPrimaryobjectiveMetric / KPIsTargetSecondaryobjectiveCall to ActionMetric / KPIsTargetMetric / KPIsTargetMarketingobjectiveMetric / KPIsTargetWebsite/LLCplatformSocial MediaactivityForum/community Mobile AppCapture data% number profilecaptured vs visitors30%Demonstrate LED% visitors watchingdemo versus visitors70%Online buzzIncrease ofcommunication index+5%Visit the store# visitors to theshop25%Discover more onLEDAverage time spent70% spent 6mnDiscover more onLEDRepeated visitors2 x visitsOnline discussionIncrease ofcommunication index+10%Visit the store# visitors to thestore30%Generatecomments% members posting30%Attract rightcustomer% qualifiedmembers20%Satisfaction index# likes40%35%Generatediscussions# posts / users0.5Bring solution tocustomersRatio of post below1 week20%Sentiment ratingpostsQuality indexOn top of 75%rating40%App downloads% number ofdownloads vs viewsDemonstrate LED% visitors watchingdemo versus visitors50%App Buzz# shares+5%Visit the store# visitors to thestore10%Visit the store# visitors to thestoreVisit the store# visitors to thestoreValue Target KPI 916,964 profiles 147,365 members 88,880 usersValue target KPI 916,964 visitors 38,902 visitors 29,473 members 35,552194,508 visitorsPlaceholdersF5DIGITAL’S ROI / MEASUREMENT FOR LUFTHANSA© F5DIGITAL Consulting – CONFIDENTIAL client information – Reproduction strictly forbidden
    96. 96. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 96
    97. 97. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers University 97MEASUREMENT IN A DIGITAL WORLDMARKETING EFFECTIVENESS NEURALIZER: BACKTRACKINGMARKETING FRAMEWORK MEASUREMENT FRAMEWORK© Gregory Birge for F5DIGITAL® Consulting Pte Ltd 2012IMC in 2012 – Measurement Framework -C O N S U L T I N GDIGITALLY ENABLED MARKETING FRAMEWORK BY F5DIGITAL© Gregory Birge for F5DIGITAL® Consulting Pre Ltd 2012 – 4 Steps of Marketing in a Digital WorldDEDICATEDACTIVITIES© GREGORY BIRGE FOR F5DIGITAL CONSULTING – ENGAGEMENT PROCEDURE - 2012INTERESTACTUAL PURCHASESALESFOLLOW UPPOST-PURCHASEMECHANICSRECRUITMENT!RESPONSE MECHANICS!SOCIAL MEDIA!INVITATIONS!UPFRONT AWARENESS!GENERATE TRAFFICPRE-PURCHASEMECHANICS!ACTIVITIES TO KEEPPEOPLE ENGAGED!DRIVING STEP BY STEP TOEND FUNNEL1 2 3 4 5 6 7 8SALES!ACTIVITIES TO DRIVES SALES!OR INCREASE SALES / LTDESIRE4 PHASES FOR ANY CAMPAIGN ACTIVATION ENGAGEMENT CONVERSION AMPLIFICATIONMEASUREMENT STARTS FROM BACK FROM OBJECTIVE DEFINE END-GOAL HUMAN CONVERSION UP TO MEDIA NEEDEDMARKETING IN DIGITAL WORLDMARKETING INVESTMENTWITH MEASUREABLE IMPACTSOMEHOW, SOMEWHERECAMPAIGN OR TACTICJ&J SPECIFICS METRICSCLICKSTREAM METRICS CALL TO ACTION METRICSFINANTIAL METRICSTUBEIN GRPMEDIACTROUTCTA© F5DIGITAL™Consulting PteLtd2012 – Mediaimpact measurementLONG TERM METRICS
    98. 98. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Measurement in a Digital World I Rutgers Universitywww.f5digital.com I info@f5digital.com I T: +65 6536 9766Thank You!DOWNLOAD DECK HERE
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